New Users (GA4)

New users is a Google Analytics 4 metric associated with people who interact with a website or app for the first time according to GA4's recorded first-visit or first-open signals. A cleaning business might compare new users with returning visitors to understand how much of its measured audience is newly arriving. This metric is not a reliable headcount of unique people in the real world: device changes, browser settings, consent, and measurement limitations can affect identification. It also differs from the broader Users metric, which follows GA4's active-user definitions in many standard reports. Neither number tells you how many visitors became paying customers.